Organizations of all types and sizes are recognizing the ways in which social media can help them better understand, respond to, and attract the attention of their target audience.
As a result, businesses are now jumping on the social media bandwagon at a rapid pace, embracing blogs, social networks, wikis, and other vehicles to achieve their marketing and public relations goals.
What types of benefits can corporations achieve with an effective social media strategy?
* Get the Message Out Faster – and To More People
Social media enables more rapid sharing of information. It may take hours, or even days, for a new announcement to reach the end consumer through traditional channels. Why? Because when a press release is issued, a journalist or writer must first wade through all the sales and marketing lingo to find the key points. Then, the content must be re-purposed in article format, and sent it to an editor or proofreader before it is published.
While magazine readership and the number of available print publications continues to decline, the number of consumers using the Internet to access and share information continues to rise sharply. For example, one recent study showed that almost one out of every four Internet users – over 41 million people total in 2006 – visits MySpace on a regular basis.
* Improve Branding
Social media, and blogs in particular, can be a highly useful tool for enhancing both awareness and image. Blogging can help “spread the word” about a company, its products, and its services to more people, dramatically increasing brand recognition and awareness.
* Boost the Impact of Direct Marketing
Many social media techniques – such as frequent use of common jargon and key phrases, title tags, ticker symbols, and links to blogs and other relevant Web content – can help dramatically improve search engine rankings.
Additionally, while SEO relies on just a handful of popular search engines such Google and Yahoo to drive target prospects to a site, social media expands the potential audience by creating alternate channels.
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